The first single of his new work is now available for purchase on iTunes and Richie has also shared a video to join this beautiful song.
That's How We Roll video was recorded in Kingston, Jamaica, on two of the most problematic neighborhoods - Creek and Tivoli Gardens. The video was produced by Philip "Jr Blender" Meckseper, directed by Salvador Colaço and edited by Endless Youth.
According to the reggae artist "We chose to record in Jamaica and in these two neighborhoods specifically to show there's something that goes beyond distance, nationality, color and social status. The values. We easily judge who, for not having the same easiness that we do, chooses the wrong way for survival. What we want to show with the music and the video is that in any part of the world, of Portugal, to one of the most dangerous cities of the world we can find people with one common goal, be and make everything to a better world and a better society."
Following this explanation we can understand why the song's title is sang by so many different people with different backgrounds, lifes, jobs and goals.
About the new record, Campbell revealed to Myway "it will be sort of the same style as My Path, maybe with more soul influences and more mature and consistent as the other one".
"We represent fi di people weh them heart not cold,
That's How We Roll!
Step away from the crime and nuh bow down fi gold,
That's How We Roll!
'Cause from you burn violence you haffi burn silence and
Talk to the World!
So put your hand to your heart, get up and do your part
and say... That's How We Roll"
Remember the artist has already several Performances scheduled in Portugal. You can see him on May 17 - Queima de Braga, June 15 - Positive Vibes festival, in Vila Nova de Gaia, July 29 - Sumol Summer Fest and August 3 - Sudoeste TMN.
